Gartner Research

Using Customer Feedback to Predict Behavioral Loyalty

Published: 09 August 2018

ID: G00703901

Analyst(s): Customer Experience Research Team

Summary

Most CX teams prioritize customer attitudes measured immediately following an interaction but these feedback are poor predictors of retention. CX leaders can better predict loyalty by evaluating customers’ salient experiences, identifiable in feedback solicited 2-3 months after an interaction.

Table Of Contents

The Difficulty of Predicting Behavioral Loyalty

The Impact of Memories of Interactions

Memory and Salience

The Mechanics of Memory

Listening for Salience

Tips for Uncovering Salient Experience Data

Testing for Salience Using Existing Data

Conclusion

Recommended by the Authors

About This Research

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